Leading Apple With Steve Jobs by Elliot, Jay -- Read -- Imperial Library of Trantor

Index

Cover Contents Title Copyright Dedication Preface: Why I Wrote This Book Chronology Chapter 1: A Ding in the Universe

Rating Steve as a Leader Vision and Passion Are More Important than Credentials Vision Must Be Based on Your Customers Vision and Your Vendors Acquiring a Company Can Water Down Your Vision and Culture Communicating the Vision The Way It’s Made Can Be a Part of the Vision Giving Your Team a Special Identity The Magical World of the Pirate Life Flying a Flag Vision for Innovation

Chapter 2: Steve’s Business Philosophy and Values

Recognizing the Need for a Values Statement The Worldwide Culture The Lack of Secrecy in the Early Apple A Background in Business Values Companies with Values that Steve Admired Losing Ground The Head Pirate Returns Building on the Values Steve’s Most Important Value: Attention to Details Power of the User Culture

Chapter 3: People Who Know More than You

The Role of the Team Leaders Cross-Pollination and Monday Meetings Steve and the Use of Language Dangers of the Middle Management Fear-of-Change Syndrome Lessons from a Mutiny Thinking of Everything The Challenge of Finding New Team Leaders

Chapter 4: Steve’s Secrets for Selecting Great People

Wisdom Required Your First Ten People Project Groups A Process for Hiring Talented People Know Other Talented People An Updated Version Choosing People Who Can Adapt to the Style of the Leader Special Hiring: Another Example

Chapter 5: Unusual Interviewing Techniques

Résumé? Don’t Bother “Let Me Tell You Where We’re Going” Leaving the Door Open Will This Person Be Able to Share Bad News? “Have You Ever Been Fired?” Looking for a Reaction Judging the Ability to Contribute The Below-Decks Crew Members On Not Using Recruiters All Hands on Deck

Chapter 6: To Protect Innovation, Create a Company within a Company

Taking Over Reviving a Radical Idea: A Virtual Company within a Company Creating a Skunk Works Being Intrapreneurial If All of Apple Had Become a Skunk Works The Quest for Autonomy Off Course: An Argument with Peter Drucker Checklist: Is Your Organization Pirates . . . or The Navy? An Effective Structure Can Survive a Change of Command

Chapter 7: “No More Crap Products”

No More Crap Products Seeing into the Future What Customers and Competitors Can and Can’t Tell You Don’t Just Enter a Market, Build a Market Becoming Your Own Best Customer Facing Up to Mistakes Steve Describes His Product-Creation Process The Product Lineup: Saying No Learning from Failure

Chapter 8: More on Product Strategy

Product Development Decisions Setting Standards: Design Setting Standards: Simplicity Setting Standards: Secrecy Maintaining Control of Quality Facing Up to Criticism Steve’s Legacy: The Power of the User Interface Looking Ahead

Chapter 9: Entrepreneurial Confidence and High Standards

Swagger An Enthusiastic Leader The Power of No The Virtues of Small Teams A Leadership Challenge Evangelizing Innovation

Chapter 10: Employee Owners

Stakeholders Ownership It’s the “Thanks” T-Shirts, T-Shirts, T-Shirts Let’s Party Continuing the Tradition

Chapter 11: The Apple Workplace

Apple University The First Day The Buddy System Creating an Innovative Organization within a Navy Company Opting Out The Workplace One Infinite Loop Apple’s Space Ship

Chapter 12: When Selling Becomes More Important than the Product

Understanding All Parts of the Sales Equation A Meeting of Titans Choosing the Wrong Direction Apple Becomes The Navy The Loudest Voices: Sales and Marketing Sales Focus versus Product Focus at IBM

Chapter 13: “And One More Thing”

Defining the Goal The Whole Product Missteps Self-Training Content Is King, Platform Is God Power of the Family—No User Left Behind Going against the Grain Staying the Course

Chapter 14: Flowers at His Doorstep

A Warning from Steve about Pursuing the Wrong Values It’s Too Easy to Be Satisfied with the Status Quo It’s Personal Steve and Students Steve and Charitable Giving Legacy Capturing the Steve Jobs Legacy New Man in Charge The Apple Culture: Still in Place Tributes Finale

Acknowledgments Index